In today’s fast-paced digital landscape, a robust online presence is no longer a luxury—it’s a necessity.
As Chief Marketing Officers (CMOs) and marketing leaders in mid to large-sized companies, you face critical digital decisions daily. You’re often tasked with spearheading digital platform development projects.
This guide is designed to help you navigate the critical decision points and ensure your project’s success.
Why Your Digital Platform Matters Your digital platform is more than just a website—it’s a powerful business asset that:
- Serves as a primary marketing and sales channel
- Represents your brand 24/7
- Provides crucial information to potential customers
- Acts as a lead generation and data collection hub
- Enhances your visibility in search engines
Let’s dive into the key decision points you’ll encounter during your platform development journey:
- Setting a Realistic Budget Decision Point: Project Initiation Your budget will shape every subsequent decision. Consider all costs, including development, design, content creation, and ongoing maintenance. Don’t forget to allocate funds for future upgrades and optimization. Remember, cutting corners now could lead to costly fixes later.
Pro Tip: If your budget falls short of vendor proposals, consider postponing the project until you can secure additional resources. A well-funded project from the start can save you headaches down the road.
- Choosing the Right Platform Decision Point: Pre-Development Your platform choice is a strategic decision that will impact your project’s flexibility, capabilities, and future costs. Options include:
- Open-source CMS (like WordPress): Flexible, large developer community, relatively low cost
- Commercial platforms (like Shopify or Wix): User-friendly but with some customization limitations
- Custom development: Full flexibility but more expensive and complex to maintain
Choose based on your company’s specific needs, considering factors like company size, internal IT resources, and functionality requirements.
- Selecting the Perfect Vendor Decision Point: Pre-Development Your vendor can make or break your project. Look for:
- Relevant experience with similar projects and companies
- A strong portfolio in your industry
- Positive client testimonials and online reviews
- Comprehensive knowledge spanning development, UX/UI, SEO, and cybersecurity
- Excellent communication and understanding of your vision
Don’t rush this decision—interview multiple potential vendors before making your final choice.
- Defining Project Scope Decision Point: Project Initiation A clear project scope prevents misunderstandings and helps manage expectations and budget. Be sure to define:
- Number and names of pages
- Required functionality (e.g., lead forms, CRM integration)
- Design requirements
- Multilingual support needs
- SEO requirements
- Mobile responsiveness
Document all requirements and ensure all stakeholders are aligned before development begins.
- Design and UX Decisions Decision Point: Pre and During Development Design and user experience can make or break your platform’s success. Key decisions include:
- Custom design vs. pre-made template
- Level of investment in UX research and design
- Mobile-first vs. responsive design approach
Consider conducting user research and using prototypes before committing to a final design.
- Security and Privacy Considerations Decision Point: Throughout the Project In our data-driven world, security and privacy are paramount. Consider:
- Required security level
- Privacy policy and regulatory compliance (e.g., GDPR)
- Data backup and recovery plans
Don’t hesitate to consult with cybersecurity experts, especially if you’re planning to store sensitive customer data.
- Content Strategy Decision Point: During Development Quality content is key to attracting and retaining customers. Decide on:
- In-house content creation vs. outsourcing
- Content tone and style
- SEO strategy for content
Start content preparation early—it’s often the most time-consuming part of the process.
- Project Management Approach Decision Point: Throughout the Project Effective project management is crucial for success. Consider:
- Setting clear milestones
- Allocating time for thorough testing
- Ensuring vendor provides platform management training
Leverage project management tools to track progress and share information with all stakeholders.
- Launch and Maintenance Strategy Decision Point: Near Project Completion Planning for launch and beyond ensures long-term success. Consider:
- Soft launch vs. full launch strategy
- Ongoing maintenance and upgrade plans
- Processes for gathering feedback and continuous improvement
Don’t forget to budget for ongoing maintenance and future upgrades.
Conclusion Developing a high-quality digital platform is a significant investment, but it’s essential for any modern business. As a CMO, your role is to ensure the project not only looks good but also serves your company’s business objectives.
By making informed decisions at these critical junctures, you’ll be well-positioned to lead your project to success, creating a digital asset that supports your marketing efforts and drives business growth.
Remember, successful development is an ongoing process. Stay open to changes, listen to your users, and always look for ways to improve and adapt your platform to the evolving needs of your market and customers. Your digital platform is not just a project—it’s a key player in your long-term marketing strategy.